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Microsoft Surface plans, produces, and delivers communications aimed at new university students.
We ran an Easter egg advert with copy that hid the artist's song title and a production that paid homage to the music video.
BACKGROUND
Based on survey results showing that 97% of high school seniors listen to music, it was found that music has a major influence on lifestyle, culture, and even decision-making for many members of Gen Z, and that they relate their own lives to the music of artists.
So, just like the title of the song that has accompanied me up until now, with Surface I can move forward into the future where I am the main character. I can open up possibilities I never imagined. I put this feeling into the theme "To You, Who Still Has No Title," and came up with a way to communicate this to young people moving on to the next step.
GRAPHIC
To convey their message, Surface created a cheer advert that included the title of a song they loved. The title of the song was designed to create a sense of "incongruity" and create graphics that would resonate with fans.
PROMOTION MOVIE
The promotional video, which is linked to the copy, includes the song title hidden in the narration and uses homages to the artist's music video, incorporating situations, compositions, and art that link to the song.
Just like the graphics, we created a video that will captivate you, make you want to search for it, and make you want to share it with others.
CREDIT
Client: Microsoft Japan Co., Ltd.
Agency: Mynavi Co., Ltd.
Creative Production：EPOCH Inc.
Creative Director & Planner: Wataru Sasaki (EPOCH)
Account Executive: Yuka Otsuki (Mynavi), Marika Masunaga (Mynavi), Yuki Kawaguchi (Mynavi)
Producer: Yoshitaka Kawashima (EPOCH)
Associate Producer: Yuka Sugawara (EPOCH)
Planner: Yoshida Dai (spicebox/Jardin)
Copywriter: An Yamagata (Room 404)
Artists Coordinator: Shinnosuke Takizawa (SPLUCK) and Shujiro Ishizawa (EPOCH)
Promotor: Ryo Inou (Lens Communications)
Production Manager: Fumiya Kouchi, Yuki Hyakutome, Daichi Morita
＜GR＞
Art Director: Shinya Hanabusa (YAR)
Photographer: Watanabe Satoshi (DRAWING AND MANUAL)
Sub Photographer: Kotaro Okamoto
Light: Yoshito Hokari
Photo Retouch: Tomomi Morimoto
＜Movie＞
Movie Director: Watanabe Satoshi (DRAWING AND MANUAL)
Videographer: Mitsuoka Hyogo
Steadicam Operator: Scott Ishida (Screw)
Drone Operator: Takashige Kawasaki (ClockWise)
Light: Yoshito Hokari
Art: Kengo Inoue (Blaugrana)
Stylist: Kugimiya Kazuaki
HairMake: Kazuma Kimura
Location Coordinator: Kyohei Kitamura (London)
Casting: Kenichi Tsutsumi (Kettle) and Yoshimi Takada (SKALY)
Music: Junya Terui and Tamo Fujimi (MassiveMusic)
Offline Editor：栃澤 孝至（L’espace Vision）
Online Editor: Yoshitaka Sakagami (L'espace Vision)
Grading: Masahiro Ishiyama (DIGITAL GARDEN)
Mixer: Shinagawa Dai
Special Thanks：ALL Artists & Creators.
Staff Credit ATaFukkureTheListG
Hidejiro Ishizawa
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